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This sample marketing plan was created with Marketing Plan Pro software.

Velocipede/Snowpede's marketing budget is limited so the campaign with be relatively simple.  Three avenues of advertising will be used, the first will be with the Chamber of Commerce's publication for out of towners, the second will be with the local outdoor journal.  The last form of traditional advertising will be a Yellow Page advertisement.

Velocipede/Snowpede will also have a Web page that will detail all aspects of the business to provide people, particularly people from out of town, with information about their service offerings.

Mission

Velocipede/Snowpede Borrow Bank's mission is to provide customers with bicycle and snowshoe rentals, as well as suggested journeys.  We exist to attract and maintain customers.  When  we adhere to this maxim, everything else will fall into place.  Our services will exceed the expectations of our customers.

Marketing Objectives

  1. Increase customer awareness of Velocipede/Snowpede.
  2. Decrease the costs associated with attracting new customers.
  3. Increase brand equity.

Financial Objectives

  1. A double digit growth rate for each future year.
  2. Decrease the variable costs associated with each transaction.
  3. A 2% increase in the profit margin every two quarters.

Target Marketing

Velocipede/Snowpede Borrow Bank will target two distinct market segments:

Out of towners: these people are passing through Eugene and are either cycling enthusiasts without their bikes or visitors who would like to try cycling.

Locals: this group of people live in Eugene and would like to try cycling/snowshoeing so they will go to a rental facility and rent the equipment.  There will be larger percentage of locals renting snowshoes relative to bicycles.  This is primarily because snowshoes are more unusual and it is less common for people to own their own snowshoes than for people to own their own bicycles.

Positioning

Velocipede/Snowpede will position themselves as the premier destination for bicycle and snowshoe rentals.  Velocipede/Snowpede is the premier place because of:

  • Customer service.  The attention to service begins with answering any questions during the initial phone inquiry.  The concentration continues when fitting the bicycle and explaining different features. Velocipede/Snowpede Borrow Bank sees helping the customer as an opportunity to impress them.

  • Velocipede/Snowpede employees are trained to explain all the necessary features of the rental products.  This takes time, but the customer leaves with the impression that they have been fully trained in the equipment that they are using.  This will leave the customer totally impressed with the level of attention that they receive.

  • Only employees that love to work with customers will be hired so this ethic will become ingrained within the organization.

Strategy Pyramids

The single objective is to position Velocipede/Snowpede as the premier bicycle and snowshoe rental facility in Eugene, commanding a majority of the market share in three years.  The marketing strategy will seek to first create customer awareness regarding their services offered, develop the customer base, and work toward building customer loyalty and referrals.

The message that Velocipede/Snowpede will seek to communicate is that they offer the finest rentals and service.  This message will be communicated through a variety of methods.  One method will be advertisements in the Chamber of Commerce publication, a publication that is targeted to visitors of Eugene.  Another method is advertisements in the local outdoor journal.  This publication is read by many outdoor enthusiasts in Eugene who are looking for things to do in the woods.  A third form of advertisements will be in the Yellow Pages.

Velocipede/Snowpede will also communicate their message using a detailed, robust website.  This source of information will be available to anyone with an Internet connection.

Marketing Mix

Velocipede/Snowpede's marketing mix is comprised of the following approaches to pricing, distribution, advertising and promotion, and customer service.

  • Pricing: Velocipede/Snowpede pricing will be competitive with other rental companies.
  • Distribution: All of the services will be distributed from Velocipede/Snowpede's store front.
  • Advertising and Promotion: The most successful advertising will be with the Chamber of Commerce, the local outdoor Journal, the Yellow Pages, and through their website.
  • Customer Service: Obsessive customer service is the mantra.  Velocipede/Snowpede's philosophy is whatever needs to be done to make the customer happy must occur, even at the expense of short-term profits.  In the long term, this business model will pay off with a fiercely loyal customer base.

Marketing Research

During the initial phase of the marketing plan development, several focus groups were held to gain insight into a variety of prospective customers.  These focus groups provided helpful insight into the decision making processes.

An additional source of dynamic market research is a feedback mechanism based on a suggestion card system.  The suggestion card has several statements that customers are asked to rate in terms of a given scale.  There are also several open ended questions that allow the customer to freely offer constructive criticism or praise.  Velocipede/Snowpede will work hard to implement reasonable suggestions in order to improve their service offerings as well as show their commitment to the customer that their suggestions are valued. 

The last source of market research is competitive analysis.  Velocipede/Snowpede will patronize competitors regularly to have timely information about their service offerings.

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